Although there is increasing reason to believe that the organizational goals of family businesses distinguish them from nonfamily businesses, there has been little development of these implications for marketing management. This study demonstrates the applicability of family business theory to marketing management by assessing the organizational buying behavior of high-end family businesses through a process of segmenting them by organizational goals that include family as well as business objectives. Results confirm that insights from the rapidly developing body of knowledge in the family business field have relevance to providers who have targeted the family business market.
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Document Type: Research Article
Associate professor of marketing at the University of Connecticut, Stamford.
President of Prince & Associates in Stamford.
President, The Rankin Group Ltd., Lake Geneva, Wisconsin.
Publication date: September 1, 1994